This is a presentation by Justin Perkins, Director of Nonprofit Services at Care2.com featuring research on Social Network Fundraising and use of new media for nonprofit marketing.
26. MySpace: a Place for Donors? http://www.frogloop.com/myspace-analysis Hint: the study reveals result similar to the “long, long tail of Facebook Causes” study. In other words, very few nonprofits have been profitable on social networks.
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28. Opportunity Cost is a Real Cost, Folks! Total cost per email = $5.20 For any online marketing Determine Goals, Organizational Metrics and Track! Staff Salary + Benefits (+30%) Annual Email Subscribers $40,000 + $12,000 10,000 email addresses Set specific goals and a common metric to track organizational success!
29. Social Networks Fundraising & Advocacy ROI Calculator http://www.frogloop.com/social-network-calculator If you’re expecting to use social networks to raise money with minimal work, you can expect to see a -90% ROI against time spent by staff. This is a conservative estimate using widely published benchmarks for online marketing, and a conservatie hourly wage of $10/hr.
31. What Makes Social Network Marketing Work? A HUGE LIST + FIRST MOVER ADVANTAGE + MEDIA EXPOSURE + LOTS OF STAFF TIME (or $$) + AN EXPERT GRASSROOTS ORGANIZER + TECHNICAL SAVVY & CAPACITY + LUCKY TIMING + NEWSWORTHY STORIES!
40. Sales Cycle Be conscious and realistic about the goals and possible outcomes for each tool that you use. What phase of the sales cycle are you serving?
50. Contact Justin Perkins Director of Nonprofit Services [email_address] 303-475-4827 LinkedIn: http://www.linkedin.com/in/justincperkins For Nonprofit Marketing & Communications tips, visit frogloop.com. Lots of Social Networking Case Studies in the archives.
52. About Justin Perkins Justin Perkins joined Care2 in 2006 with an eclectic background as a social entrepreneur, accidental techie, new media marketing expert and former State water resources administrator for a major watershed in Colorado. Justin develops partnerships with nonprofits and customizes strategic campaigns for them to reach Care2's audience of 10 million members. He also develops new tools to help nonprofits with marketing and fundraising. Justin launched frogloop.com, Care2’s popular nonprofit marketing blog, as a way to share cutting edge case studies and best practices for nonprofit online marketing. He has an MBA from the University of Colorado, enjoys trail running & skiing, sells roasted nuts at the farmers markets on the weekends, and frequently writes & speaks at conferences about online marketing. Contact Justin if your nonprofit would like a free hour of online marketing consulting. justin@care2team.com
55. … full of Engaged Influentials, Online and Offline Care2 is an active online community. What makes them really special is their propensity to do more…
56. Links for more research frogloop.com/social-network-calculator frogloop.com/social-networking-tips frogloop.com/benchmarks
57. Main Ways that NPO’s Use Social Networks Goal Examples Success? Awareness & Outreach New programs, building buzz Yes Advocacy Passing legislation Some Fundraising Donations Minimal